Amazon’s Kindle Fire tablets have been some of the best competition to the iPad, mostly because they’re cheap but come with good software. It seems like Amazon would sell the Kindle for as cheap as possible if it meant taking a slice of Apple’s pie.

Earlier this morning, a rumor was floated by TechCrunch that Amazon is making a $99 tablet to compete with the iPad mini. It sounded crazy at the time because the Kindle Fire is already $130 cheaper than the iPad mini. Turns out that the rumor was too good to be true and Amazon’s already shot it down.

Amazon hasn’t been able to beat the iPad in terms of features, apps or build quality, but the ace up the online retail giant’s sleeve was always the price: at just $199 for the 7-inch Kindle Fire HD, getting Amazon’s tablet is at least $130 cheaper than Apple’s cheapest iPad mini.

Undercutting Apple on price, then, is the major way Amazon is competing ith Apple in the tablet space, and a new report suggests they are about to take that even further with the release of a $99 Kindle Fire.